Chasing Light: A New Dawn in Showroom Design

AD Architecture Transforms Ceramic Tile Display with Innovative Design

The Chasing Light project is a unique interpretation of a showroom, showcasing ceramic tile products in a manner that respects the brand's culture and core values. The design team has divided the products into four categories, each displayed on horizontal and vertical surfaces within the space. The interaction of light with geometric forms, combined with architectural aesthetics, creates a confident space that highlights the high-end products.

The design's unique properties lie in its innovative approach to product display. The geometric form and scale of the space, complemented by light, accentuate the large size and natural textures of the sintered stones. The tranquil light, powerful forms, and natural tactile experience evoke a range of emotions and thoughts, making the showroom a place of exploration and discovery.

The realization of the design was achieved through the use of sintered stone panels, artistic paint, stainless steel, and acrylic. The design breaks away from the homogeneous design of conventional showrooms, enabling products to resonate with the space, nature, people, and time. It's a bold exploration of showroom design in China's ceramics sector.

The design faced several challenges, including the conventional spatial pattern restricting products from expressing themselves and the inefficient display of a wide variety of products. However, the design team overcame these challenges by creating a free, relaxing spatial atmosphere and well-organized circulation route, allowing visitors to experience all products and participate in every spatial node.

The Chasing Light project, located in Foshan, China, is part of the ceramic tile brand Overland's headquarters. It integrates the functions of reception, exhibition, and experience, aiming to upgrade the brand's image. The project has been recognized with a Silver A' Interior Space, Retail and Exhibition Design Award in 2022, a testament to its innovative approach and remarkable design.